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MANAGING THE DIGITAL ENTERPRISE

MICHAEL RAPPA

CASE STUDY: YAHOO!

About Yahoo!

Yahoo! Inc. Yahoo! is the premier digital media company, creating deeply personal digital experiences that keep more than half a billion people connected to what matters most to them, across devices and around the globe. And Yahoo!’s unique combination of Science + Art + Scale connects advertisers to the consumers who build their businesses. Yahoo! is headquartered in Sunnyvale, California. [Source: Yahoo!, Inc., April 2011]

Things to read:

• About Yahoo!
• The History of Yahoo!: How it All Started...
• Yahoo! Investor Information and latest Annual Report
• Frequently Asked Questions
• myYahoo! (personalized portal service)
• Wikipedia: Yahoo!

Questions to consider:

• What are the benefits and limitations of the advertising business model?
• How can Yahoo!'s rapid success in creating a major global brand name be explained?
• How does Yahoo! differ from traditional businesses in the world of mass communication, such as print publication or radio and television broadcasting?
• In what ways do Yahoo! and Google differ in their business model?

Yahoo: Past, present and future
Jerry Yang and Terry Semel

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